Pandora makes market push with first Italian store

Pandora has opened its first Italian owned and operated store in Venice, as part of its expansion into key new markets.

The brand is also due to open three more Italian stores later this month, in Rome, Milan and Bergamo.

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Pandora has said that, with Italy being Europe’s largest market for fine jewellery with an estimated retail value of more than €5.5 billion (£3.5bn), the opening of these new concept stores in Italy reflects the importance of the market to the brand.

Massimo Basei, managing director of Pandora Italy, said: "In Venice, romance and the most stylish brands sit side by side against one of the most iconic backdrops the world can offer, and we are proud to see our new Pandora concept store opening its doors here.

“Pandora already has a strong presence in Italy, and we are confident that our investment in further expansion here will help turn Europe’s most important jewellery market into one of Pandora’s strongest key new markets too."

The brand first entered the Italian market in July 2010 and last year enjoyed double-digit growth in the country.

The company says its strategy in Italy is to utilise the large and well-established network of multi-brand jewellery retailers. At present Pandora jewellery and products are sold through more than 900 multi-brand stores throughout the country.

Pandora now says it expects to open at least 135 new concept stores in 2012 and shop in shops in its key new markets including Italy, France, Russia and Asia.